If you’re not accustomed to the various social media platforms available, it can be tempting to treat them as carbon copies of each other. Most of the platforms do have a number of similarities. For example, each has a place for your agency summary and areas to communicate with followers and friends. However, the tone and purpose of each differ, so understanding the differences between social media platforms and using each appropriately can have a big impact on the success of your insurance agency.
Think of Twitter like a perpetual conversation. The summary of your agency should be boiled down to a key sentence or two and include a link to your website. Each update has to be less than 140 characters, but to make it easy for followers to ‘retweet’ what you have to say, try to keep the tweets down to 120 characters or less.
Facebook is the largest social media platform available and is seen by most people as a place to socialize and have fun. Your agency summary here should reflect a casual tone, as should the posts. Fun images, links, questions, and conversation starters are all welcome. Mix it up with sales and blog posts too!
This is the most professional networking site. Summaries on this platform and company pages should all be written with a more professional tone and information. Images and updates used should all reflect the more business-minded viewers, as should the times of the updates. Users have found that updates made in the morning, before people begin their workday, and during the traditional lunch hour, tend to get the most views.
Google+ might be described as a cross between Facebook and LinkedIn in that both professional and more fun posts are appropriate. This platform is very valuable for agencies who deal with local branding and clients, because Google itself likes people who use its platform and tends to rank the local organizations who have updated their Google+ profiles higher. It is also good for displaying reviews, which can help entice local clients.
Social media is a valuable tool for agencies of all sizes. Users who remember the differences between the platforms and use them to engage with their clients will find a strong return for their investment in clients, reputation, and brand recognition.